There is no denying the power of social media. And if 2009 with its staggering growth statistics weren’t enough proof, then look no further than the Super Bowl. Arguably, this was the most social Super Bowl of all time. Brand marketers, sports fans, and advertising fans utilized social media to buzz about the big game.
This year’s Super Bowl was the most watched television program in history with 106.5 million watching, according to Nielsen. I think social media played a role in those ratings. Twitter, Facebook and blogs were all a buzz leading up to the game, whether it was about watching the game, the television ads or just Americans rallying behind the much beleaguered city of New Orleans. One can link the tremendous social media buzz around the game to its viewership.
Leading up to the big game, you couldn’t read the words “Super Bowl ads” without “social media” being connected – and with good reason. It’s not just about the commercial spot anymore; it’s about those ads - and the buzz around them - driving viewers online to start and share conversations about a brand, particularly on Facebook and Twitter. And if done effectively marketers can create millions of brand ambassadors online, talking and sharing your brand with their family, friends and colleagues. And millions were chatting pregame about these ads, essentially creating interest to tune-in and watch them live.
We wanted to look at the advertisers to see how big broadcast media impacts social media. We have listed the top 20 biggest movers in terms of percentage from where they started before the game’s big bang. Our finding were covered in “PRWeek” for the second year in a row.
A few thoughts on the top gainers
“Shutter Island” #1
It is interesting to see an upcoming movie garner the top percentage gainer spot - is it Leonardo DiCaprio’s appeal or Martin Scorsese? Movie studios embracing big broadcast has paid off dividends in social buzz. Entertainment brands can not only drive anticipation for an upcoming release but extend their life and keep in cultural relevancy for continued sales of DVDs through social media (from simple status updaters which enable fans to cite and publish of their favorite lines to image applications where fans can literally become part of a scene).
Google #2
Incredible spot that has received much attention - first time Google entered TV to our knowledge – what a beautifully executed and thought provoking spot spot - not everything has to been crazy humor to break through the clutter.
E Trade #3
Their epic campaign was taken to new level this year and created much chatter - babies playing off present day landscape - “is that milk-alocholic Lindsey over there?” Touching into cultural conversation which needs to be extended on a 24 X 7 basis - not just a one off. We challenge creatives to be apply creative thinking to social media infrastructure as well.
Dove Men #4
What a great product debut - key placement in the Super Bowl which moved the needle. Smart move to introduce the product to key audience while women who watch with their men endorse the benefits and will most likely purchase for the household.
So now what?
I think everyone gets that social should be a part of the marketing mix. The question is do they know how to effectively do that, especially with the TV medium? Some may say TV ads are dying, and there is some merit to that. However, big events, like the Super Bowl, Oscars, etc., will always attract people around a TV. People don’t like to view these events by themselves in their room on their laptop, It’s a community thing - “Can you believe she won!” “Did you see that catch!” So marketers need to learn to effectively leverage the ‘traditional’ medium with social. Yes, these spots are about entertaining and brand awareness…but can they also effectively translate to social currency that live on a 24X7 basis.
